Learn why customer loyalty is important, and how it stems from great service in every interaction with a company. In this video, Noah Fleming shares the distinction between loyalty and service, and the crucial role they each play in the customer experience.
- Customer service and customer loyalty. What are they and what impact do they have on each other? Let's start with customer loyalty. In my mind, customer loyalty is simple. It's all about action. It's not what marks they give you in a survey or whether they claim they'd recommend you to a friend. No, it's all about whether or not they actually do buy from you again, or if they do actually recommend you to a friend. Customers vote with what they do and what they give us in terms of money or goodwill.
So what about customer service? My definition is this, customer service is everything you do in your company to show a customer that they are special. It's acting as if everybody who walks into your business is wearing a big neon sign that says make me feel special. And imagining everyone who calls your business starts off the conversation by saying please make me feel special today. At an ideal level, customer service is never about how to handle an angry customer. It's about how to create positive and great experiences that meet and exceed customer expectations.
It's about ensuring you conduct business in a way where you have fewer angry and disgruntled customers. When you do that, you'll foster customer loyalty. When you continue to meet and exceed the customer's expectations, you're working towards motivating that customer to take action in meaningful ways to your business. Customer loyalty is intertwined with service. It's impossible to create a loyal customer if you're constantly letting the customer down. As we talk about customer service in the field, I want you to remember that customer loyalty is all about the actions your customers take, and customer service is what you do to make those customers feel special.
- Knowing your customer
- Implementing a process
- Using a personal touch
- Soliciting feedback
- Saying no
- Following up